THE ROGER
The Roger
Just north of Madison Square Park, the historic Hotel Roger Williams wanted to keep pace with its increasingly chic neighborhood. Standing at the crossroads of uptown and downtown, the new Roger is a marriage of chic design and old world comfort, while continuing an unyielding commitment to superior service. A Critics Pick of New York Magazine, the new Roger Hotel was met with praise from critics and visitors alike.
New look, new life, new experienc
The historic Hotel Roger Williams wanted to keep pace with its increasingly chic neighborhood, thus came a complete rebranding as the stylish, new generation Roger. The audacious-but-ever-so-proper descendent of Roger Williams has a twinkle in his eye and a trick or two up his perfectly tailored houndstooth jacket sleeve - yet he looks so sharp that you would never know it.
An educated, world traveler - one of wealth & leisure. A diplomatic gentleman, poetically charming. A cultural chameleon & precision of life+love+craft. Roger celebrates life in full color and exudes a passion for style and grace.
Meet the next generation of LUX
Regal gold foiling, classic off-white stock, embossed details, and delicately placed illustrations & patterns connect Roger’s historic past with today’s sophisticated present by using small details that leave a big impression .
A CELEBRATED ICON
When concepting what our modern-day Roger would look, act, and think like, it was important to land on an icon that would immediately convey a message of intelligence as well as style & grace. The bow tie is not only one of the oldest forms of neckwear for men, but also an instant symbol of sophistication. Thus, taking the idea of Roger William’s previous use of the bow tie, to today’s Roger, and, those alike - confident gentlemen.
illustrations paired with sharp copy
The bow tie and it’s classic polka-dot pattern were strategically used across the stationery and collateral. One of the most notable places was the “Do Not Disturb” sign - with an undone bow tie symbolizing the room needed tidying up, and a perfected bow tie indicating the room was clean & tidy.
PRESS KITS
Press Kits were sent out to select individuals, companies & guests alike. A custom built box, complete with embossed belly-band, and postcards showcasing Roger’s new look inside.
MEET ROGER
An embossed, vellum insert laid above the postcards - unveiling Roger’s new legacy.
